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Head of Brand Experience

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General Mills

2mo ago

  • Job
    Full-time
    Expert Level
  • Customer Relations
    Marketing

AI generated summary

  • You must have creative agency experience, a track record in Masterbrand campaigns, strategic thinking, leadership skills, and the ability to influence stakeholders and navigate ambiguity.
  • You will lead brand strategy, create impactful campaigns, manage agency workstreams, collaborate with cross-functional teams, and communicate brand vision to drive growth and brand health.

Requirements

  • Highly accomplished professional with significant creative experience, ideally within a high-profile creative agency or agency-client partnership.
  • You'll have a proven track record of developing and executing Masterbrand campaigns – from initial brief to final production – that have demonstrably driven strong business results across multiple brands. Experience working across international markets, preferably in Europe or Australia.
  • Visionary thought leadership with the ability to capture hearts and minds through strategic framing of the brand tone of voice, as well as the ability to pivot the brand narrative based on local market nuances.
  • Beyond your technical expertise, you're a strategic thinker with a growth mindset, comfortable navigating ambiguity and driving change. In addition to leading cross-functionally, you will also be responsible for leading a small team.
  • You excel at presenting compelling narratives and influencing senior stakeholders, and you possess the business acumen and interpersonal skills to build strong internal networks and foster collaborative relationships.

Responsibilities

  • As the Head of Brand Experience, you will be the key Brand Experience leader who sits on the Old El Paso and Green Giant Brand Development Leadership Team and will be responsible for driving forward brand experience workstreams with strategy and direction from the Business Unit Director.
  • You will be responsible for leading the long-term vision and strategy while deploying the Brand Experience Planning Process each fiscal year to drive short-term demand and long-term value creation and growth for our brands.
  • This role offers the unique opportunity to lead the deployment of our "Building Iconic Brands" strategy, ensuring consistent and distinct brand expression across all brand experiences and market teams worldwide. You will be a strategic architect, skilfully balancing short-term marketing objectives with long-term brand health, maintaining global consistency and relevance.
  • You will be responsible for creating best-in-class creative campaigns that drive both immediate and sustained growth, fostering strong relationships with external agencies and internal stakeholders alike. This role demands exceptional collaboration and influence; you will partner with 10+ cross-functional senior stakeholders across marketing, sales, innovation, technology and quality (ITQ), consumer insights, media, and key markets, effectively communicating and championing our brand vision across the entire organisation.
  • Your expertise will extend to managing global agency workstreams, encompassing creative development, brand design, global media strategy, partnerships, and PR. You will translate the core campaign idea and brand experience strategy into a comprehensive and impactful brand experience plan, leveraging paid, owned, and earned media channels.
  • Finally, you will craft powerful, through-the-line briefs for both internal and external partners, grounding all planning in a deep understanding of consumer behaviour. You will provide clear context, strategic intent, and guidance to your direct report.

FAQs

What is the main responsibility of the Head of Brand Experience?

The main responsibility is to lead the long-term vision and strategy for brand experience, driving the "Building Iconic Brands" strategy and ensuring consistent brand expression across all experiences and markets.

What kind of experience is preferred for this role?

Highly accomplished professionals with significant creative experience, ideally within a high-profile creative agency or agency-client partnership, are preferred. A proven track record in developing and executing Masterbrand campaigns is also important.

Will the Head of Brand Experience manage a team?

Yes, the Head of Brand Experience will be responsible for leading a small team.

What kind of collaboration is expected in this role?

Exceptional collaboration and influence are required, including partnerships with over 10 cross-functional senior stakeholders across various departments such as marketing, sales, and consumer insights.

Is international experience preferred for this position?

Yes, experience working across international markets, preferably in Europe or Australia, is preferred.

What benefits are offered to employees?

Benefits include flexibility for hybrid work, a free Headspace account, health and dental insurances, a bonus scheme, family and carers leave, enhanced pension contributions, and additional perks like volunteering days.

What does the company value in its employees?

The company values bold thinkers with big hearts who challenge one another and grow together, aiming to make food the world loves while being a force for good.

How does the hybrid work policy function?

The hybrid work policy requires an average of 2 days per week in the office, with the opportunity to finish earlier at 15:00 on Fridays.

What qualities should a candidate possess for this role?

A candidate should be a strategic thinker with a growth mindset, capable of navigating ambiguity and driving change, while also excelling at presenting narratives and influencing senior stakeholders.

Is there support for mental well-being?

Yes, the company offers resources such as a free Headspace account for employees and up to five friends or family members, along with an Employee Assistance Program and ongoing wellbeing activities.

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General Mills

Making Food The World Loves

Manufacturing & Electronics
Industry
10,001+
Employees
1928
Founded Year

Mission & Purpose

General Mills is a global food company that manufactures and markets a wide range of food products, including cereals, snacks, baking mixes, and refrigerated and frozen foods. Their ultimate mission is to serve the world by making food people love while striving to nourish lives through trusted brands. Their purpose is to drive sustainable growth and positively impact communities and the planet by prioritizing sustainability, innovation, and the well-being of consumers.